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Above-the-line promotion
Various forms of promotion aimed at mass audiences, like TV and radio ads.
Below-the-line promotion
Promotion focused on specific segments or groups.
Brand awareness
Degree to which consumers recognize a product.
Brand development
Process of building brand awareness.
Brand loyalty
Continued purchase of a brand despite alternatives.
Brand value
Estimation of a brand's worth.
Competitive pricing
Pricing based on competitors' prices.
Contribution pricing
Price based on variable costs plus markup.
Cost-plus (mark-up) pricing
Pricing method adding costs and markup to determine sales price.
Customer loyalty programmes
Marketing strategies rewarding repeat customers.
Economy of scale
Reduction in per-unit production cost with business growth.
Loss leader
Product sold at a loss to attract customers.
Market growth
Increase in consumers buying a product or service.
Market orientation
Approach focusing on customer needs and wants.
Market share
Percentage of market controlled by a company or product.
Mass market
Market for goods produced in large quantities.
Niche market
Small specialized part of a larger market.
Penetration pricing
Initially low price to attract customers for a new product.
Predatory pricing
Selling at low prices to eliminate competition.
Premium pricing
Setting higher prices to imply higher quality.
Price elasticity of demand
Sensitivity of demand to price changes.
Product orientation
Focuses on high-quality product rather than sales quantity.
Product portfolio
All products and services offered by a company.
Sampling
Selecting a subset from a population for estimation.
Segmentation
Dividing a market into segments based on various criteria.
Target market
Specific group of customers a company is trying to reach.
Through-the-line promotion
Integrated marketing approach.
Variances
Differences between planned and actual sales and costs.
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